Target announced on Friday that, by the end of May, it will offer only cereals that do not contain certified synthetic colors, a policy that will cover items sold in its physical stores and through its online channels. The company said it partnered with national-brand suppliers and with its owned-label teams to reformulate products where necessary.
In a statement, Target highlighted consumer interest in healthier choices and said it is moving quickly to align its assortment with those preferences. The company added that it will "continue evaluating opportunities where ingredient evolution aligns with guest expectations."
The retailer's decision comes amid a broader industry trend in which packaged food manufacturers have announced plans to reduce artificial dyes. The article notes that companies including PepsiCo, Campbell's and Conagra Brands disclosed commitments last year to cut artificial dyes, actions described in the text as responses to the Trump administration's "Make America Healthy Again" initiative and to Health Secretary Robert F. Kennedy Jr.'s crackdown on ultra-processed food and chemical additives.
Target's timetable puts it ahead of several brands carried on its shelves that have adopted longer phase-out schedules. The article specifically mentions General Mills and its Lucky Charms cereal, noting a correction that clarifies General Mills aims to remove certified colors from all U.S. cereals by the summer of 2026, not 2027. Separately, Walmart told customers in October that it would remove synthetic dyes from its U.S. private-label foods by January 2027.
The product decision arrives against a backdrop of corporate transition at Target. The company has been managing a prolonged sales slump and is pursuing a turnaround under new chief executive Michael Fiddelke. That effort has included job reductions and changes to senior leadership. Target is scheduled to release quarterly results on Tuesday.
Earlier in the month, Target reiterated that it expects to report fourth-quarter 2025 sales and full-year adjusted profit that are in line with its prior guidance. The company’s shares were reported to be down about 2% in trading that tracked broader market declines.
Corrective note: This article reflects a correction stating that General Mills aims to eliminate certified colors from all U.S. cereals by the summer of 2026, not 2027.